Dr Hayley Cocker

Senior Lecturer

Research Overview

Hayley's research focuses on the social and cultural aspects of consumption. She is particularly interested in influencer marketing and celebrity/ influencer culture as well as risky or deviant consumption contexts. Her research has looked at young people's alcohol consumption, the production and consumption of celebrities and celebrity brands, the popularity and appeal of YouTube celebrities, consumer responses to influencers' advertising content, consumers' parasocial relationships with social media influencers, and the fan communities that surround social media stars.

Hayley is the deputy director for the Centre for Consumption Insights. Her research has appeared in international peer-reviewed journals such as the Journal of Consumer Research, European Journal of Marketing, Journal of Business Research, Marketing Theory and Journal of Marketing Management.

Hayley's research and expertise on influencers has featured in media outlets such as The Guardian, The Observer, Business Insider, and The Daily Express.